Communications strategist & advisor
Technology, media
and the gaming industry.
I help founders and business leaders position their companies, understand new audiences and make decisions with reputational consequences in mind.
Leadership experience at
01 / How I can help
Your company is evolving, entering unfamiliar territory or making a decision that could affect trust.
I help articulate your position, anticipate reputational consequences and shape the conversation with customers, partners and industry stakeholders.
You need to understand gaming communities, emerging media and changing audience habits.
I help make sense of the context, identify relevant ways to engage and connect opportunities in digital culture to business priorities.
Your business has grown, and its positioning, team or processes need to catch up.
I help define communications priorities, clarify responsibilities and organise the team around company goals.
02 / Selected experience
A few examples from my practice where communications were part of a broader business challenge — from rebuilding a function and entering the public market to changing the status of an entire industry.
Rebuilt the media department and the global team responsible for PR, social media and video production. Developed and implemented an international communications strategy under sanctions pressure and heightened reputational risk.
Key media metrics grew by 30% annually. The communications function helped the brand remain resilient through external restrictions; the club restored its full international presence.
Built the financial group’s press office and led reputation management for its leasing, banking and insurance businesses. Supported new product launches and the company’s preparation for the public market.
Built a full communications function that supported the development of new business lines and Europlan’s IPO on the Moscow Exchange.
Promoted the industry and the holding’s assets beyond the gaming community — in national media, business circles and government and industry circles. Represented esports at major business forums and participated in an ongoing dialogue with public institutions and industry bodies. In parallel, rebuilt the media function’s organisational structure and key processes, reducing duplication and improving resource efficiency.
Esports entered national media and major international economic forums such as SPIEF, while the industry gained public recognition and support from senior government figures and relevant regulators.
03 / Professional background
I have worked in B2B and B2C communications since 2008, leading PR and marketing in financial services and esports, managing an agency and contributing to industry organisations.
Think tank and communications practice for the gaming and esports industry
Founder
Digital agency within CROS, one of Russia’s leading communications groups
Managing Partner
One of the world’s top 10 esports clubs
Chief Marketing & Innovation Officer
Russia’s largest esports holding company, part of VK
Chief Communications Officer
Russia’s national governing body for esports
PR Director
A leader in Russia’s auto leasing market
Head of Public Relations
Earlier in my career, I worked on agency teams serving clients including Microsoft, Lenovo, Huawei, Autodesk, Avito and Nornickel.
I am a member of the Association of Media Leaders, the Union of Journalists of Russia and the State Examination Commission at the Faculty of Journalism, Lomonosov Moscow State University. My professional activities also include the New Media Workshop Expert Club, Sirius Journal and an observer role at APRIORI, a Russian games industry association.
Education includes the Faculty of Journalism and Higher School of Translation at Lomonosov Moscow State University; GR and Lobbying in Business and NGOs, MGIMO (2020); Executive Master in Marketing, HSE Graduate School of Business (2022); and the New Media Workshop (2024).
Recipient of IPRA Golden World Awards (2020) and an IABC Gold Quill Award (2021). Named Best PR Director in Technology at The Trends Awards 2025 in Russia.
Received formal commendations from the Ministry of Finance of the Russian Federation, the State Duma of the Russian Federation, the Russian Association for Electronic Communications and the Russian Esports Federation.
I see gaming as part of a wider story about technology, media and human behaviour. Working in the industry has shaped my understanding of how communities form, trust develops and the way businesses speak to their audiences changes.
04 / Speaking & perspectives
For business leaders, marketers and communications teams — exploring how technology, media and gaming culture are changing business.
How brands use gaming communities, content and esports to reach different audiences.
How platforms and communities are changing the relationship between companies, leaders and their audiences.
Connecting a company’s public position, leadership decisions and business priorities.
I write about brand decisions, technology, media and digital culture. Find my English-language posts on LinkedIn and my Russian-language channel, CyberYar, on Telegram.
Read my posts on LinkedIn05 / Contact
Tell me what you are working on and the question you want to address. We can start there.
Advisor to leaders · Project advisory · Expert input for boards